How the Brand Ambassador Concept Differs from Other Types of Advertising

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What is the difference between a brand ambassador and a celebrity in direct advertising?

A famous person in direct advertising says: "Buy this product and you will be happy!"

The ambassador declares: “Look how happy I am to use this product!”

It is obvious from the example that the ambassador does not push the product persistently, but gives the buyer the opportunity to make a choice independently. After all, the consumer direct moving leads email list is a free person, and his desire is the law!

But advice from a famous person who can use any other products is valued by people and evokes a feeling of gratitude, creating a mood to take advantage of the recommendation.

How the Brand Ambassador Concept Differs from Other Types of Advertising

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Status is a powerful synergy bonus. If a company signs a contract with a popular person, it means that things are going well. If a famous person chooses a certain brand, it means that the product is worth taking a closer look. You can listen to such advertising, and not just turn off the volume while watching a commercial on TV.

A contract with an opinion leader strengthens the brand's reputation, increases loyalty, expands the audience, increases sales, and creates good feedback. All of these are incentives for qualitative changes in the product.

Being an ambassador for a company has both pros and cons.

Pros:

the level of trust is growing;

increases brand reputation;

legal opportunity to advertise non-stop;

continuous feedback from the target audience;

real-time market monitoring.

Cons:

the contract cannot be disclosed;

the ambassador's salary does not correlate with the company's income;

If the contract is terminated, there is a high risk of disclosure of its details and other internal information about the brand, including to competitors.

Who benefits from cooperation with brand ambassadors
A contract with ambassadors is attractive both for large brands and for lesser-known trademarks. It works for reputation and name plus popularizes the company's policy.

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This is especially true for manufacturers whose goods are of high quality, but for some reason do not catch the consumer's attention. In this situation, support from popular personalities will be appropriate.

Cooperation with ambassadors is perfect for cosmetic, perfume, fashion, sports, alcohol brands, as well as restaurants, sports clubs and other similar areas.

It is worth considering the marketing budget and the size of the company. For example, if the activity is narrow, such as the production of fences or greenhouses, then there is no point in attracting "stars" - it is enough to work with well-known specialists or opinion leaders in this field. But for large companies, in order to increase the audience, it would be appropriate and correct to invite someone from the celebrities to large-scale events.

However, not every joint project guarantees success. It is necessary to clearly understand who the brand ambassador chosen by the company is. The goals of cooperation will be achieved when the brand and its representative have the same values.

For example, a company produces vegetarian products. It invited a young model to promote the product. However, the girl does not adhere to vegetarian principles, and after a while, her photos with fast food appear on the Internet. Of course, this is a blow to the reputation of the manufacturer.

If the ambassador does not support the brand’s policies, values ​​and goals, but only pretends that they are close to him, then such cooperation for both parties will be at least burdensome and certainly not very effective.